“The absolute opposite of ordinary”

German automakers had come to define the luxury space. But their obsession with technology had created a new paradox—Generic Luxury. Leading with “viscerality,” we created an alternative to all that.


Everybody has heard of the “Maserati” brand. What we found out was that almost nobody understood the history of the brand. We commissioned the Medallion Logo to feel tactile but also represent the visual language of the luxury category. Its purpose was, in part, to quickly suggest the company’s long heritage. The client liked it so much, they agreed to have them minted for autoshows. Provenance. Age. A sense of “premium.” The Medallion Logo was very efficient in lending a quick understanding of the brand.